Fifteen young Holstein Friesian bulls (18 mo of age) were divided into three groups of five. All groups were fed a diet consisting of 60% concentrate and 40% roughage. The control (C) group received a mixture of dry meadow hay, dry lucerne and wheat straw as roughage. The second and third treatment groups were fed a similar mixture of roughage partially substituting wheat straw with wet sugar beet pulp (SBP) at levels of 4% and 8% on a dry matter (DM) basis, respectively. Dry matter intake and feed efficiency ratio (kg DM intake/kg weight gain) of the C group were significantly higher than those of the 4% SBP and 8% SBP groups. Slaughter and carcass traits indicated that there were no significant differences between dietary treatments. The inclusion of 8% SBP significantly improved panel ratings for tenderness, juiciness, beef flavour intensity and general acceptance, as well as number of chews before swallowing and the Warner Bratzler Shear value. Proximate analysis of the meat did not demonstrate differences between meat from the bulls fed C and the SBP diets. It was concluded that wheat straw could be replaced by 8% SBP in the finishing diet for young Holstein Friesian bulls in order to improve feed efficiency and sensory quality characteristics of their meat.